Search results

The purpose of this exploratory research is to determine the consumer's perceptions of negative option marketing (NOM) offers regarding the value and equity of the offer and perceived opportunistic behavior inherent in the offer. In addition, the paper seeks to examine how a negative option offer versus a positive option offer influences consumer intentions to acquire a financial service.

Using the customer database of a full‐service American bank, a survey was sent to demand deposit account holders. A survey then determined perceptions of the offer, perceptions of the bank making the offer, and intentions to purchase.

Between the negative and positive option scenario sub‐samples, there were no differences in perceptions of value or equity, except in perceptions of opportunistic behavior – the negative option offers yielded significantly higher perceptions of opportunistic behavior. Perceptions of value, equity, and satisfaction with the offer were the same across all offers. Satisfaction with the offer significantly influenced satisfaction with the firm making the offer.

A negative option operates in a contractual situation. The current research examined only one contractual situation. For findings to be generalized, the research needs to be replicated in other contractual contexts.

Even though the negative option offers were perceived as more opportunistic than the positive option offer, one of the negative option offers yielded a higher intention to purchase than the positive option. Care must be exercised in using NOM to minimize perceptions of opportunistic behavior.

There is limited literature on negative option marketing. No one has studied the customer perceptions of the strategy, in spite of its popularity.

The purpose of this paper was to address one of Spotswood et al.’s (2012) “uncomfortable questions”. The paper applies negative option marketing, the use of defaults as a behavioral engineering tool to shape choice, to social marketing and then uses the Hunt-Vitell (1986, 1993, 2006) Theory of Marketing Ethics to evaluate it against President Kennedy’s (1962) Consumer Bill of Rights and the American Marketing Association’s (2014) statement of marketing ethics.

A conceptual assessment of the ethics of negative option social marketing (NOSM) using the Hunt-Vitell (1986, 1993, 2006) Theory of Marketing Ethics as the evaluative framework.

When assessed using the Hunt-Vitell (1986, 1993, 2006) Theory of Marketing Ethics, NOSM possesses neither ethically sound means nor socially desirable ends.

This paper contributes to the emerging debate on the use of nudges in a social marketing context and is a partial response to Spotswood et al. (2012).

Many corporations that engage in direct marketing have been more sensitized to the concept of ethics in marketing than in years past. The marketing manager must be capable of formulating as well as implementing policy that calls not only for economic reasoning but also for ethical awareness. This case study examines the marketing strategies of a major US telecommunications corporation that employed the use of a negative option approach in its attempt to sign up the maximum number of telephone subscribers to a new service when it was first offered in 1982. As it will be shown in this case study, their marketing efforts turned out to be poorly executed and ethically questionable.

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

A comprehensive search of US marketing laws and regulations was conducted to find cases and regulations pertaining to practices that promote consumer interest in a particular brand. These practices were then arranged into categories by their method of influencing consumer behavior.

The 3Cs approach appears to provide a useful conceptual model for consumer brand managers. This model allows managers to consider the applicable case law and regulations for each type of practice.

The conceptual model developed here is the first of its kind. It provides a useful tool for consumer brand managers who are considering various practices to promote brand interest. It helps brand managers evaluate the legal risks of the various practices they are considering.

The 2008/2009 World Financial Crisis underlined the importance of social responsibility for the sustainable functioning of economic markets. Heralding an age of novel heterodox economic thinking, the call for integrating social facets into mainstream economic models has reached unprecedented momentum. Financial Social Responsibility bridges the finance world with society in socially conscientious investments. Socially Responsible Investment (SRI) integrates corporate social responsibility in investment choices. In the aftermath of the 2008/2009 World Financial Crisis, SRI is an idea whose time has come. Socially conscientious asset allocation styles add to expected yield and volatility of securities social, environmental, and institutional considerations. In screenings, shareholder advocacy, community investing, social venture capital funding and political divestiture, socially conscientious investors hone their interest to align financial profit maximization strategies with social concerns. In a long history of classic finance theory having blacked out moral and ethical considerations of investment decision making, our knowledge of socio-economic motives for SRI is limited. Apart from economic profitability calculus and strategic leadership advantages, this paper sheds light on socio-psychological motives underlying SRI. Altruism, need for innovation and entrepreneurial zest alongside utility derived from social status enhancement prospects and transparency may steer investors’ social conscientiousness. Self-enhancement and social expression of future-oriented SRI options may supplement profit maximization goals. Theoretically introducing potential SRI motives serves as a first step toward an empirical validation of Financial Social Responsibility to improve the interplay of financial markets and the real economy. The pursuit of crisis-robust and sustainable financial markets through strengthened Financial Social Responsibility targets at creating lasting societal value for this generation and the following.

Social marketers set out to undertake interventions that benefit society. However, at times, there can be inadvertent, unintended consequences of these interventions that can be seen as unethical. Such ethical issues can arise from the context, process, method and outcomes of interventions and often bring to the fore the “social fairness” of social marketing. Given that social marketing is aimed at societal benefit, the authors believe that the issue of social fairness is an important one in the context of ethical social marketing. With that in mind, the purpose of this paper is to provide a discussion of the application of a normative ethical framework, labelled the integrative justice model (IJM) (Santos and Laczniak, 2009), to social marketing. This amounts to a macro-social marketing ethical framework.

Conceptual broadening of a normative ethical framework.

The authors hold that the IJM provides several helpful normative guidelines for improving the “social fairness” of social marketing. As such, the presented normative framework of macro-social marketing ethics provides useful guidelines for future development of social marketing codes of ethics.

The macro-social marketing ethics framework provides practical guidelines for social marketers to assess ethical issues in social marketing.

The macro-social marketing ethics framework answers the call of Carter, Mayes, Eagle and Dahl (2017) for development of ethical frameworks for social marketers. It provides a reconciliation of multiple normative frameworks to give a set of guidelines for social marketers that are clear and non-contradictory.

Although ethics are frequently debated within the social marketing literature, there has been very little empirical study of deliberate ethical transgressions in promoting a good cause. The current study therefore aims to contribute by examining public reaction to the Fakegate scandal involving a climate scientist’s use of ethically questionable tactics in the “selling” of the anthropogenic global warming (AGW) cause.

Content analysis catalogues the Fakegate justifications and criticisms used by eight UK and US print media editorials and 1,010 associated reader comments.

Among the argument classification categories, the most common Fakegate justifications rely on a utilitarian “greater good” ethics perspective, while the most frequent criticisms rely on a normative “violation of rules” ethics perspective. AGW believers represent nearly all the scandal justifiers, while AGW skeptics and a substantial minority of AGW believers represent the critics.

Content material is limited to only the Fakegate case and people with enough interest to contribute a relevant comment, although the expressed viewpoints may be more widely representative because they are generally consistent with findings from the AGW public opinion polls.

This study provides an understanding of the ethical dilemma that social marketers face when assigned a “difficult-to-sell” good cause. The findings of the widespread public skepticism toward the AGW cause suggest that social marketers should resist the temptation of using ethically questionable tactics in such difficult cases. Unfortunately, honest and effective AGW “selling” may be impossible until current technology and policy tradeoffs are reduced.

Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in their efforts to develop and market new products. Looks at the issues from different strategic levels such as corporate, international, military and economic. Presents 31 case studies, including the success of Japan in microchips to the failure of Xerox to sell its invention of the Alto personal computer 3 years before Apple: from the success in DNA and Superconductor research to the success of Sunbeam in inventing and marketing food processors: and from the daring invention and production of atomic energy for survival to the successes of sewing machine inventor Howe in co‐operating on patents to compete in markets. Includes 306 questions and answers in order to qualify concepts introduced.

Sees the objective of teaching financial management to be to help managers and potential managers to make sensible investment and financing decisions. Acknowledges that financial theory teaches that investment and financing decisions should be based on cash flow and risk. Provides information on payback period; return on capital employed, earnings per share effect, working capital, profit planning, standard costing, financial statement planning and ratio analysis. Seeks to combine the practical rules of thumb of the traditionalists with the ideas of the financial theorists to form a balanced approach to practical financial management for MBA students, financial managers and undergraduates.